ABOUT PROJECT
The advantage of the school is its certification for all graduates. The main strategy of the advertising campaign is aimed at leads collection for the first lesson with further sale on that lesson.
The second task was to collect subscribers for the youtube channel.
The second task was to collect subscribers for the youtube channel.
Licensed-cosmetology
is a school for cosmetologists.
is a school for cosmetologists.
MEDIA PLANING
PROGRESS OF THE PROJECT
April 27th
May 14th
April 30th-may 13th
June 4th
Project launch
Full-scale launch
Moderation failed, taking actions to improve the situation
Strategy correction
- Start of the project and building project team.
- Moderation.
- Account ban.
- Addressing to elama tech-support.
- Appealing.
- Watching and analyzing videos.
- Browsing image banks
- Writing texts for ads.
- Ads launch
- Ad campaign landing page altering.
- Optimizing for the “subscription” strategy.
- Adjusting strategy.
AD CAMPAIGN REPORT
AD CAMPAIGN REPORT. USA
DASHBOARD STATISTICS
OPTIMIZATION №1
What have we done to reach the KPI
- We reduced the audience segment in the settings to “Cosmetology training”, previously we also had “Cosmetics, beauty and health”.
- We made adjustments to the age range from 24 to 44. These adjustments were made based on statistics in Google Analytics and YouTube Creative Studio. Previously, we had a slightly wider age range from 20 to 48 years. It would also be useful to get feedback from you on the age of your students. People of what age come to your training most often?
- We removed the display platforms on PCs, tablets and TVs completely, since they do not bring us any clicks, subscribers or leads. Before this, our traffic was distributed as follows: 50% on Smartphones, 20% on PCs and tablets, 10% on TV
OPTIMIZATION №2
Steps we took during the campaign
- Change targeting: Refined the targeting parameters to ensure that ads were shown to users who were more likely to subscribe to the channel. This included adjusting demographics, interests, user behavior, etc.
- Improved keyword relevance: Added new keywords, excluded ineffective ones, and optimized bids to increase ad relevance and attract more targeted traffic.
- Use remarketing: Created remarketing audiences to re-engage with users who had already shown interest in the channel, which helped increase conversions.
- Changed strategy from “lead conversion” to “subscription conversion”
ADVERTISING CAMPAIGN SUMMARY
The YouTube ad campaign, originally focused on lead generation, was redesigned to fit the platform’s specifics.
The focus was on subscriber acquisition and brand awareness. Adjustments such as targeting refinement, keyword optimization, and remarketing enabled the cost per click (CPC) to decrease from $6.08 to $0.45 and the click-through rate (CTR) to increase from 0.13% to 1.12%.
This resulted in an average of 21 subscribers per day and a decrease in the cost per subscriber from $1.88 to $0.70. Since June 7, there has been a significant increase in activity driven by the ad, which is boosting both subscriber growth across all ad platforms and Shorts promotion in YouTube’s algorithms.
The focus was on subscriber acquisition and brand awareness. Adjustments such as targeting refinement, keyword optimization, and remarketing enabled the cost per click (CPC) to decrease from $6.08 to $0.45 and the click-through rate (CTR) to increase from 0.13% to 1.12%.
This resulted in an average of 21 subscribers per day and a decrease in the cost per subscriber from $1.88 to $0.70. Since June 7, there has been a significant increase in activity driven by the ad, which is boosting both subscriber growth across all ad platforms and Shorts promotion in YouTube’s algorithms.
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